Every brand wants what Disney had at that moment. First me, then another man, looking over the backstage wall to see their Willy Wonka ways.

My son, wife and I were standing in line for the Skyliner, a gondola system that connects several parks and resorts at Walt Disney World. As we did, I noticed something.

At one point in the queue, I could actually see “backstage” over a nearby fence!

Why was I excited enough to just use an exclamation point?

Because, at Disney parks, they are VERY careful about not letting guests see “behind the scenes” into the inner workings of an attraction, show, etc. (unless it’s a special tour). In fact, at the Magic Kingdom, they actually built a tunnel system on the ground floor, then built the entire park above that — again, in large part to not ruin the illusion, and keep disbelief well suspended.

So, when I saw the backstage area, I excitedly got up on my tiptoes to take a look. As I did, I realized that I felt like Charlie Bucket looking at Willy Wonka’s factory, mesmerized by what could possibly be happening inside.

What did I see? Well, pretty much what you’d expect. Roads. Some trucks and cars. A few people. Oh, and dumpsters. Of course, all very clean.

Amused at my own reaction, and having to move forward with the line, I then noticed something I will never forget.

Another grown man, obviously seeing what I had seen, had scrambled back to stand up on a curb and peek over the fence. And, for that moment, he was Charlie, too.

Afterwards, I thought about our reactions. And I realized that those two reactions were an ultimate goal of any organization, any brand.

To have people so in awe of what you do that they are excited to see behind the scenes, hoping to glimpse how you make your own magic.

That, right there, is the key.

To grab a mind is one thing.

To grab a heart… well, that, my friend, is the real Golden Ticket.

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